Emergency and Ogilvy Italy's '365 Days' Campaign Is A Wish for a 2025 Against War

Every day is dedicated to an international day: for lovers, animals, family, travel. But for millions of people in many parts of the world, war changes the meaning of every day.

This is the starting point of the new campaign by Emergency and Ogilvy, titled "365 Days"; an annual initiative that renews each year to give voice, in a different way each time, to the victim of wars and its consequences.

The film, distributed on the brand's social channels internationally and on TV on La7 starting December 30th, depicts the lives of different people in different parts of the world, seemingly focused on living days dedicated to their passions, families, and ideals.

For instance, we see a girl traveling, some young girls playing hide-and-seek, and two lovers kissing. Then, a twist reveals how war transforms the meaning of those moments. The girl, who seemed to be traveling, is revealed to be fleeing; the young girls weren't hiding to play, but from a soldier; the lovers were exchanging a farewell kiss.

Gino Strada, an Italian surgeon and founder of Emergency NGO, used to say, "War is not abolished by treaties, but by stimulating reflection and the culture of all." The goal of Emergency is precisely to achieve 365 days of peace for everyone.

"The collaboration between Ogilvy and Emergency is a bond that has grown stronger over time," comments Giuseppe Mastromatteo, president and chief creative officer of Ogilvy Italy. "We are proud to stand by them once again for a new chapter in a saga that renews itself every year. Our commitment alongside Emergency is first and foremost a commitment to their ideals, a commitment we support with professionalism, but above all with passion and emotion."

"In 2024, we had over 50 active conflicts around the world, with millions of people for whom every day is just another day of war. As a new year begins, our thoughts can only go to them" comments Simonetta Gola, director of communications at EMERGENCY. "Thanks to Ogilvy for their deep sense of shared purpose and for the enthusiasm with which, for over 10 years, they have imagined and created our peace wishes."